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description

When students have the English-language PDF of this Brief Case in a coursepack, they will also have the option to purchase an audio version.

Rosewood Hotels & Resorts, a small luxury private hotel management firm running a collection of 12 individually branded hotels and resorts in multiple countries, was wondering how to foster customer retention and loyalty and capture the maximum value from its 115,000 guests. Rosewood had always allowed each hotel to stand as its own individual brand, with the Rosewood name presented as a muted sub-brand, if at all. Now Rosewood's new leadership was contemplating whether the firm should significantly increase the prominence of the corporate identity, making Rosewood a corporate brand. The main challenge that Rosewood's executives face is to assess whether the potential economic benefits from increased guest retention can outweigh the $1,000,000 marketing investment needed to implement the corporate branding strategy. The central focus is a quantitative assignment that asks students to calculate how customer lifetime value would be affected by a shift from individual branding to corporate branding.

learning objective:

To understand the concept of customer lifetime value (CLTV) and the importance of maximizing a customer's lifetime value for the firm; learn the components of customer lifetime value and how each component can be estimated; calculate customer lifetime value based on a combination of financial and non-financial data; and explore risks and opportunities associated with corporate branding vs. the branding of individual products.